{"id":20887,"date":"2020-01-30T13:40:44","date_gmt":"2020-01-30T13:40:44","guid":{"rendered":"https:\/\/www.arimetrics.com\/glosario-digital\/marketing-automation"},"modified":"2026-09-28T14:40:09","modified_gmt":"2026-09-28T14:40:09","slug":"marketing-automation","status":"publish","type":"encyclopedia","link":"https:\/\/www.arimetrics.com\/en\/digital-glossary\/marketing-automation","title":{"rendered":"Marketing Automation"},"content":{"rendered":"<p><img decoding=\"async\" class=\"boxpad alignright wp-image-14572 size-full\" src=\"https:\/\/www.arimetrics.com\/wp-content\/uploads\/2020\/01\/marketing_automation.jpg\" alt=\"Marketing Automation\" width=\"300\" height=\"300\" srcset=\"https:\/\/www.arimetrics.com\/wp-content\/uploads\/2020\/01\/marketing_automation.jpg 300w, https:\/\/www.arimetrics.com\/wp-content\/uploads\/2020\/01\/marketing_automation-150x150.jpg 150w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><strong>Definition:<\/strong><\/p>\n<p><strong>Marketing automation<\/strong> is the use of software, data, and rules to automatically execute, coordinate, and measure marketing tasks. It can trigger communications and actions according to each contact&#8217;s profile, behavior, or stage in the customer lifecycle.<\/p>\n<p>Automation does not replace strategy or create relevant messages by itself. <strong>The system applies predefined workflows and requires reliable data, suitable content, and human oversight<\/strong> to determine which action runs, when it runs, and for which audience.<\/p>\n\n<h2>How marketing automation works<\/h2>\n<p>An automation system connects information from forms, websites, ecommerce platforms, campaigns, and other sources. <strong>The data is used to segment contacts and trigger workflows<\/strong> when specified conditions are met.<\/p>\n<p>A workflow usually combines several elements:<\/p>\n<ul>\n<li><strong>Trigger:<\/strong> An event that starts the process, such as a registration, purchase, visit, or date.<\/li>\n<li><strong>Condition:<\/strong> A rule that checks attributes or behavior before the process continues.<\/li>\n<li><strong>Action:<\/strong> A task performed by the system, such as sending a message, updating a field, or assigning a contact.<\/li>\n<li><strong>Delay:<\/strong> An interval between actions that allows time for a response.<\/li>\n<li><strong>Branch:<\/strong> An alternative path selected according to a contact&#8217;s activity or data.<\/li>\n<\/ul>\n<p>For example, downloading a resource may start an informational sequence. The workflow checks whether the contact has opened a message, visited a page, or requested information and adapts the next action. <strong>The sequence responds to defined signals rather than autonomously understanding the person&#8217;s needs.<\/strong><\/p>\n<h2>Platform functions<\/h2>\n<p>Platforms bring together capabilities that were previously handled manually or through separate applications. <strong>Their scope depends on the product and available integrations<\/strong>, so not every platform automates the same channels or processes.<\/p>\n<ul>\n<li><strong>Segmentation:<\/strong> Group contacts by properties, consent, activity, or relationship with the organization.<\/li>\n<li><strong>Campaign management:<\/strong> Schedule and coordinate communications across email, SMS, websites, advertising, or social media.<\/li>\n<li><strong>Personalization:<\/strong> Insert data or select content according to rules defined for each segment.<\/li>\n<li><strong>Lead nurturing:<\/strong> Build information sequences that support a contact during a decision process.<\/li>\n<li><strong>Lead scoring:<\/strong> Assign scores based on attributes and behavior to prioritize follow-up.<\/li>\n<li><strong>Measurement:<\/strong> Record deliveries, interactions, conversions, and journeys to evaluate workflow performance.<\/li>\n<\/ul>\n<p>These functions can also update audiences, notify a team, or transfer a contact to sales. <strong>Automation coordinates repeatable tasks across channels and systems<\/strong>, while exceptions and complex decisions usually require human intervention.<\/p>\n<h2>Relationship with CRM and email marketing<\/h2>\n<p>Marketing automation and a <a href=\"https:\/\/www.arimetrics.com\/en\/digital-glossary\/crm\">CRM<\/a> can share data, but they serve different purposes. A CRM organizes relationships, sales activity, and customer information; an automation platform uses some of that data to run campaigns and journeys. <strong>Integration allows marketing and sales to work with a consistent history<\/strong>, although neither system replaces the other.<\/p>\n<p><a href=\"https:\/\/www.arimetrics.com\/en\/digital-glossary\/email-marketing\">Email marketing<\/a> is one of its common channels, not a synonym. An email tool may schedule messages and simple responses, while an automation platform combines conditions, multiple channels, scores, and integrations. <strong>A linear autoresponder is a basic form of automation<\/strong>, but it does not cover the entire customer lifecycle.<\/p>\n<p><a href=\"https:\/\/www.arimetrics.com\/en\/digital-glossary\/lead-nurturing\">Lead nurturing<\/a> is a specific application, and a <a href=\"https:\/\/www.arimetrics.com\/en\/digital-glossary\/workflow\">workflow<\/a> provides the structure that organizes actions. <strong>Marketing automation is the technological and operational framework<\/strong> that can combine these processes with segmentation, analysis, and data synchronization.<\/p>\n<h2>Benefits and limitations<\/h2>\n<p>Automation can reduce repetitive work and keep processes consistent as contact volume increases. <strong>Its main value is executing well-defined rules at scale<\/strong>, rather than guaranteeing better results simply because a platform is used.<\/p>\n<p>Possible contributions include:<\/p>\n<ul>\n<li><strong>Operational efficiency:<\/strong> Automate recurring updates, classifications, and communications.<\/li>\n<li><strong>Consistency:<\/strong> Maintain a common sequence and avoid omissions in repeatable processes.<\/li>\n<li><strong>Relevance:<\/strong> Adapt messages to known segments and behaviors.<\/li>\n<li><strong>Traceability:<\/strong> Connect actions with responses, journeys, and <a href=\"https:\/\/www.arimetrics.com\/en\/digital-glossary\/conversion-rate\">conversion rates<\/a>.<\/li>\n<li><strong>Scalability:<\/strong> Manage more contacts without increasing every manual task at the same rate.<\/li>\n<\/ul>\n<p>These benefits depend on data quality, workflow design, and coordination between teams. Incorrect segmentation may send unsuitable messages, duplicate communications, or exclude relevant contacts. <strong>Automating a defective process also multiplies its errors.<\/strong><\/p>\n<p>Excessive frequency, intrusive personalization, and data use without a valid basis can harm experience, deliverability, and reputation. Permissions, data retention, exclusion rules, and score-based decisions also require review. <strong>Consent and the ability to stop a sequence are part of how the system operates<\/strong>, not optional external controls.<\/p>\n<h2>Marketing automation tools<\/h2>\n<p>Available solutions range from email automation products to platforms that integrate marketing, sales, service, and ecommerce. <strong>A product category does not define its scope by itself<\/strong>, which depends on data sources, channels, rules, integrations, and measurement capabilities.<\/p>\n<p>Well-known tools include:<\/p>\n<ul>\n<li><strong>HubSpot:<\/strong> Integrates marketing automation with CRM, sales, and service functions.<\/li>\n<li><strong>Adobe Marketo Engage:<\/strong> Focuses on campaigns, lead management, and B2B automation.<\/li>\n<li><strong>Mailchimp:<\/strong> Combines email marketing, segmentation, and automated customer journeys.<\/li>\n<li><strong>Salesforce Marketing Cloud Account Engagement:<\/strong> The current name of the solution formerly known as Pardot, focused on B2B automation.<\/li>\n<li><strong>ActiveCampaign:<\/strong> Brings together automation, email, segmentation, and CRM.<\/li>\n<li><strong>GetResponse:<\/strong> Includes email campaigns, automations, and landing pages.<\/li>\n<li><strong>Brevo:<\/strong> The current name of Sendinblue, offering email, SMS, automation, and contact management.<\/li>\n<li><strong>Zoho Campaigns:<\/strong> Integrates with the Zoho ecosystem for campaigns and contact management.<\/li>\n<li><strong>Drip:<\/strong> Focuses on ecommerce automation and segmentation.<\/li>\n<li><strong>Keap:<\/strong> The evolution of Infusionsoft, combining CRM, automation, and sales functions for small businesses.<\/li>\n<\/ul>\n<p>Comparing tools requires examining data volume and type, integrations, the ease of reviewing workflows, and the ability to manage consent and exclusions. <strong>A suitable platform represents the required process without adding disproportionate complexity.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Marketing automation uses data, rules, and workflows to coordinate communications. Learn how it works, its uses, tools, benefits, and limitations.<\/p>\n","protected":false},"author":7,"featured_media":80935,"template":"","encyclopedia-tag":[409],"class_list":["post-20887","encyclopedia","type-encyclopedia","status-publish","has-post-thumbnail","hentry","encyclopedia-tag-marketing-automation-en"],"_links":{"self":[{"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/encyclopedia\/20887","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/encyclopedia"}],"about":[{"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/types\/encyclopedia"}],"author":[{"embeddable":true,"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/users\/7"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/media\/80935"}],"wp:attachment":[{"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/media?parent=20887"}],"wp:term":[{"taxonomy":"encyclopedia-tag","embeddable":true,"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/encyclopedia-tag?post=20887"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}